Strategic Marketing WITH Disability Community Market Segments US Business Leadership Network Thursday, September 17, :00 - 5:15 PM Gaylord National Resort & Convention Center

Tour Guides Susan Mazrui, Director Public Policy AT&T Colleen Fukui-Sketchley, Corporate Diversity Affairs Specialist Nordstrom, Inc. Kevin Bradley, Director Inclusion and Diversity McDonalds USA, LLC Tari Hartman Squire, CEO EIN SOF Communications, Inc.

Disability Market? $how Me The Money At least 54.4 million Americans have a disability. That market has: $1 Trillion in aggregate income (plus friends, family and colleagues; $220 billion in purchasing power - more than the coveted teen market U.S. Census Bureau 71% of accommodations cost $500 or less; 20% cost nothing. Job Accommodation Network (JAN) 60% (101.4 million) of working-age adults are likely or very likely to benefit from accessible technology. Microsoft/Forrester Research 92% of consumers feel favorable toward companies that hire people with disabilities; 87% prefer to give business to such companies. U of Mass. Boston, Center for Social Development and Education/Americas Strength Foundation

Disabilities Market Segment Comparatively Speaking: Disabilities54.4 million$220 billion Hispanic46.9 million$1.2 trillion (by 2010) African American 39.0 million$1.2 trillion (by 2013) LGBT16.3 million$835 billion (by 2011) Asian American16.0 million$254 billion Remember disability market cuts across all segments

Successful Tactics to Distinguish Your Brand Advisory Committees Input on key messaging; disability-savvy language, accessible products/services; employment/customer pipeline (early adopters) Internal Assets Senior Management buy-in; Cross-Divisional Disability and Diversity Champions; Employee Resource Groups (ERGs) Advertising/Marketing/PR Mix Market research; print/electronic - mainstream, disability/diversity, Internet; OOH; spokespersons; accessible direct mail Strategic Marketing/Alliances Enhance brand; polish halo effect; cultivate brand-loyal customers; sponsorships; Awards; public policy tie-in

In the Beginning… My Left Foot First Strategic Marketing campaign with disability community Promotional tie-in with Americans with Disabilities Act positioning ADA as an unprecedented marketing/employment opportunity, not a legislative burden Direct mail with film review by Professor Paul K. Longmore, Ph.D (also sent to every film critic in the country) Congressional Opinion-Maker Screening with live narrations and subtitles (accessible technology). Senate Subcommittee on Disability Policy generated Dear Colleague letter of invite Daniel Day Lewis, Harvey Weinstein, policy makers, press and disability leaders all in attendance

Resources… Employment-Accommodations: ODEP JAN - USBLN - Recruiting: COSD - WRP - Sector Specific: Hospitality: DBTAC - Travel: ODO - Local Disability Organizations: Centers for Independent Living (CILs), disability-specific and cross-disability organizations - not service providers

Q & A

Thank You! Susan Mazrui Colleen Fukui-Sketchley Kevin Bradley Tari Hartman Squire